---
title: "SMS masking"
description: "SMS masking is the market term in countries such as Indonesia and Bangladesh for sending SMS under a branded alphanumeric sender name instead of a phone number; non-masking SMS uses a numeric sender."
canonical: "https://omnichannels.ai/glossary/sms-masking/"
language: "en"
updated: "2026-11-06"
publisher: "BroadNet Technologies"
brand: "OmniChannels.ai"
---

# SMS masking

Canonical: https://omnichannels.ai/glossary/sms-masking/
Language: en
Publisher: OmniChannels.ai by BroadNet Technologies

**Definition:** SMS masking is the market term in countries such as Indonesia and Bangladesh for sending SMS under a branded alphanumeric sender name instead of a phone number; non-masking SMS uses a numeric sender.

In Indonesia and Bangladesh, masking SMS means a message that shows a brand name as the sender instead of a phone number. Technically it is an alphanumeric sender ID of up to 11 characters. Non-masking SMS shows a numeric sender. The terms are used in provider contracts and quotes, so they are worth knowing.

In Indonesia the sender name is registered with the operators, Telkomsel, Indosat Ooredoo Hutchison and XLSMART, and Komdigi is the regulator. Our regulation data gives a typical masking lead time of 5 to 10 business days and says requirements are set by the operators and confirmed at onboarding. Masking approval can finish on one network before another, so check delivery per operator.

In Bangladesh the sender is set up through the operators (Grameenphone, Robi, Banglalink and Teletalk) under BTRC oversight. The split between masking and non-masking by traffic type is a market habit, not a legal rule we could tie to a regulator text, so ask your provider in writing which type your promotions and OTPs may use.

Masking looks more trustworthy because the brand is visible, but an alphanumeric name typically cannot receive replies. Where a number or two-way messaging is needed, a numeric sender is the usual choice. Keep OTPs separate from promotions in either case.

## Sources

- [Komdigi, Ministry of Communication and Digital Affairs](https://www.komdigi.go.id/)
- [Bangladesh Telecommunication Regulatory Commission (BTRC)](https://btrc.gov.bd/)